//Case

Creation of the Service Design Guild

Creation of the Service Design Guild

Leadership // Creative management

// Challenge

The rapid growth of Service Design at Itaú generated common challenges, but there was a lack of centralization and organization to deal with them.

// My contribution

I created and organized a Service Design guild to solve these challenges, centralize learning, and evolve the specialty in the design department.

// Process

Initial diagnosis

I held meetings with designers to understand their needs and the common challenges they were facing. I mapped these challenges to create a foundation of shared solutions.

Proposal and alignment

Proposal and alignment

Proposal and alignment

I presented the guild's challenges and proposal to the Design Ops and leadership teams, aligning expectations and defining the guild's structure as a space for discussion and collaboration.

I presented the guild's challenges and proposal to the Design Ops and leadership teams, aligning expectations and defining the guild's structure as a space for discussion and collaboration.

I presented the guild's challenges and proposal to the Design Ops and leadership teams, aligning expectations and defining the guild's structure as a space for discussion and collaboration.

Execution and expansion

I transformed the guild into a participatory and democratic environment, including mentoring and career development opportunities, creating a foundation for scaling solutions and strengthening the specialty.

// Results

The guild became the longest-lasting and most active within the design team, providing a space for the specialty to evolve. This initiative also positioned me as a reference in the area of ​​Service Design at Itaú.

// Lessons learned

There were over 40 designers, all on different teams and with different interests. In addition, we needed to negotiate with Design Ops and other fronts of action, which gave the guild a very political and influential character.